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Adi Zakaria Afiff
Pengaruh strategi brand extension dalam mereduksi negative reciprocity effect terhadap parent brand
" There is still very little study on the impact of brand extension toward its parent brand. In general, if the brand extension is successful, positive impact is perceived to occur toward the parent brand. But what happens on the other way around, if a brand extension fails in the market does a negative reciprocity toward the parent brand occur? This study tries to answer this phenomenon by an experiment that creates manipulation of partial fit ... "
2006
MUIN-XXXV-12-Des2006-9
Artikel Jurnal  Universitas Indonesia Library